| Comparison shoppers are the mortal enemy of | | | | looking for a cruise to Cabo San Lucas.Are there |
| pay-per-click (PPC) advertisers. When you're | | | | other factors that might force shoppers to decline |
| paying each time someone clicks your AdWords | | | | the offer and move to another site? If so, list |
| (or other PPC) ad, the last thing you want is a | | | | them here.Step ThreeNow, decide which bits of |
| person determined to visit every site to find the | | | | information you want to include in your AdWords |
| best price, the closest location or the most | | | | ads. You'll want to test and track to see which |
| secure guarantee. But, with many categories of | | | | combination of details bring the lowest |
| products or services, it's bound to happen. There | | | | click-through rates along with the highest |
| is a way to eliminate many of the lookers, | | | | conversions. For example, your ad might |
| however.When you qualify your AdWords leads, | | | | read:Luxury Mexico Cruise 12/5 |
| you can reduce the click-through rate (CTR) of | | | | Tour tropical Cozumel, Puerto |
| browsers and help direct only those most | | | | Vallarta & more. Leave NYC. $2500pp |
| interested in your offer to your site. How is it | | | | would give a lot of information that would keep |
| done? By inserting text that will purposely | | | | unqualified visitors from clicking through to your |
| eliminate arbitrary visitors.Qualifying Your PPC | | | | site (and running up your AdWords bill). At the |
| LeadsPurposely eliminating visitors sounds like an | | | | same time, the use of words like "luxury" and |
| awful thing to do, doesn't it? Perhaps, until you | | | | "tropical" help the searcher visualize their |
| consider the fact that - once these visitors got to | | | | wonderful vacation.Another example could be a |
| your site and found out the details of your offer - | | | | special shipment of microwave ovens. Let's go |
| they'd most likely leave anyway.Why not save | | | | through the steps once again.Step OneThe |
| yourself a click (and the money associated with | | | | specifications include: convection/microwave |
| that click!) and prevent the visitor from running up | | | | combination, built-in with light and vent features, |
| your monthly AdWords bill? This is exactly what | | | | 1200 watts, white, $900, available on the Internet |
| Steve Jackson of Conversion Chronicles and I | | | | only.Step TwoAny of these could be used to |
| discussed awhile back. Since that discussion, I've | | | | weed out visitors. Someone may not want the |
| come up with a process that will allow you to | | | | convection feature. They want a countertop |
| easily write pre-qualifying ads when you use these | | | | microwave rather than a built-in model. |
| simple steps.Step OneOutline the specifications of | | | | Twelve-hundred watts may be more powerful |
| your offer. Be precise. List all the details of the | | | | (and larger) than the visitor needs. Their kitchen |
| offer, the price, length of time, physical location, | | | | may have stainless steel or black appliances, not |
| size, etc. For example, say you have luxury cruise | | | | white. Lastly, $900 could be more than they have |
| packages available. You'd want to list the details | | | | budgeted for a microwave.Step ThreeAgain, you'll |
| such as: packages depart from New York City | | | | want to test and track to see which tidbits of |
| and go to several destinations in Mexico including | | | | information work best to bring qualified leads, |
| Cozumel, Puerto Vallarta and Mazatlán from | | | | reduce CTR and costs, and improve |
| December 5-15 for a cost of $2500 per | | | | conversions.Your ad might look like this:Powerful |
| person.Step TwoGo back and highlight anything | | | | Convec/Microwave |
| that would be a deal breaker. This is a luxury | | | | Special purchase. Attractive range |
| cruise, so the cost of $2500 per person might be | | | | built-in with 1200w. Only $900. |
| too much for most people. Quite often, cruisers | | | | than using generic terms to describe high cost or |
| are looking for the best deal possible.Also, the | | | | frequently compared PPC items, get as specific as |
| cruise only leaves from New York City. The | | | | you can with "disqualifying" copy. By weeding out |
| additional airfare cost might not be something | | | | those who would likely take one look and leave, |
| your site visitors want to add to the cost of their | | | | you can save yourself a lot of money in |
| trip. Or, it may be inconvenient to depart from | | | | AdWords expenses while increasing |
| New York City.What about the dates? These | | | | conversions.© 2005 |
| cruises are only available on the dates of | | | | Thackston is author of "The Step by Step |
| December 5-15. Your site visitors may not be | | | | Copywriting Course" at and "How To Increase |
| able to take a holiday during that time.Does the | | | | Keyword Saturation (Without Destroying the Flow |
| visitor want to sail to the locations on the | | | | of Your Copy)." Discover the secrets to creating |
| itinerary? Maybe they've already been to | | | | SEO copy with a perfect balance between |
| Cozumel, Puerto Vallarta and Mazatlán and are | | | | keywords and natural language. |